JetBlue TrueBlue - hmmm... why does JetBlue still have so many cheap fares for Thanksgiving?

After searching everywhere for a pair of cheap tickets so my niece and nephew can fly home for Thanksgiving, I was surprised that I found them on Jetblue....

All the major airlines were showing $580 to $760(!).... even tried priceline... no luck... until I remembered JetBlue... to my surprised I found a $139 fare(each way) and confirmed them...

I usually don't look at JetBlue because I almost always find cheaper(or equal) fares on the majors....

It would be extremely helpful if you mentioned the exact dates of travel and city pairs for this $139 fare. $139 each way can have many meanings...

For example, $139 each way on BOS-JFK is near jetBlue''s fare cap, so while cheap in comparison to other airlines, it is jetBlue's highest fare on the route. $139 NYC-Florida is average, but most of those flights are already sold out or selling at $229+. Some transcons are actually $99 as last minute holiday promos and less-full flights. $139 is also cheap but near the fare cap for routes like JFK-PIT/RIC.

Nonetheless, jetBlue is bound to make money on $139 fares due to their low cost structure and high customer loyalty which translates to much return business even at higher fares next time.